Value dimensions of gamification and their influence on brand loyalty and word‐of‐mouth: Relationshi...
Value dimensions of gamification and their influence on brand loyalty and word‐of‐mouth: Relationships and combinations with satisfaction and brand love
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Hoboken: Wiley Periodicals Inc
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Language
English
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Hoboken: Wiley Periodicals Inc
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Contents
This study examined the influence of different value dimensions of gamification on two important marketing outcomes, brand loyalty and word‐of‐mouth (WOM), using a mixed methods approach. A fuzzy‐set qualitative comparative analysis (fs/QCA) is employed alongside structural equation modeling (SEM). These methods showcase nuances that contribute to...
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Value dimensions of gamification and their influence on brand loyalty and word‐of‐mouth: Relationships and combinations with satisfaction and brand love
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TN_cdi_proquest_journals_2605783579
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https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_2605783579
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ISSN
0742-6046
E-ISSN
1520-6793
DOI
10.1002/mar.21573
